If the role of marketing is to start a conversation, then the role of the marketing manager is to come up with new answers to a handful of questions from prospects. Consider everything you have your marketing communications writers do for you in light of a few life-or-death questions that your prospects pose: 1. “Who [...]
Another post on the advent of the Beatles to the iTunes catalog. Irony in a press release? Why not? Using wit in corporate writing is a double-edged sword. It’s a tough balancing act, especially for organizations and marketing writers with no track record of humor. Still, I’m looking at the announcements about the advent of [...]
News item: “Apple finally adds the Beatles music to iTunes.” A post about fantastic content that “just happens” to your writer. Every now and then, you look in awe at something your marketing communications writer has delivered. “This is fantastic,” you say. Your writer doesn’t disagree. She also doesn’t tell you that it took almost [...]
Even when your content needs are enormous, you don’t need to start by taking a huge bite out of them. Start out small with a new writer. What happens when you take over the marketing reins in a mid-sized technology company? “There were a jillion case studies, blog posts, newsletter articles, white papers and collateral [...]
Marketing communications writing involves risk, and your writer works on the edge of it. Your content is the big winner. When you assign a piece to your marketing communications writer – even a writer with whom you’ve worked before – are you certain she can do it? No, I mean really certain? Be honest with [...]
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